Has Your Business Lost The Plot?

At Idenna we believe in storytelling; whether it’s through film, photos, tweets, radio commercials or any other medium, we don’t discriminate about how we tell stories, we just focus on inspiring our audience with them. Why? Because we love it – simple. Every member in the Idenna team, if asked, would enjoy telling you their own story of what attracted them to making film, writing, designing etc. and how they came to be a part of the Idenna team. Our story is part of our culture, it makes us who we are and inspires our customers.

So does your business have a story? Or has it lost the plot? The answer to the first question is definitely yes – your business does have a story. Has it lost the plot? Well that’s for you to answer. If you are pondering this then here are some questions you it could be worth asking yourself:

• Can you explain the origin of your business? Why it started?
• Can you explain what problem your business is solving?
• Does your business have a mantra or positioning statement that truly inspires?
• Do you have core values and attributes that unite your team?
• Is your team working to a shared vision?

Research points to the next generation of buyers being primarily motivated to buy from a business not because of what it does, but rather why that business does what it does. I would argue that this has actually been the case for as long as I have been in business – in fact, longer than that, since I have been working. People love a backstory; the waiter that is an actor, the teacher that was inspired by her teacher, the chef that wanted to cook from first time she baked a cake with her grandma. As a Creative Director, when I am toe-to-toe with business owners or directors there is always a heathy interest in why we do what we do and how that affects our broader experience of life. Are you still surfing? Are the team enjoying the projects they are working on? Are you having fun?

I had a brilliant conversation with a client and he explained that their chocolate factory was set up to put food on the their family table and to help them thrive together – as their website now reads: “from broken hearts to grazed knees, we’re big believers that there’s no problem that can’t be solved with chocolate – our whole company is proof of that!” This is the story inspires the visual and narrative of their business and it’s one that feels good and connects with people! www.kernowchocolate.co.uk/about/our-story

So, take an hour, get some fresh air, take stock and ask: ‘Why am I doing what I’m doing?’ Why is my business doing what it’s doing? Once you have your answers then ask yourself: ‘Does the rest of my company know why it’s doing what it’s doing?’ Crucially, are the answers to these questions apparent to your target audience? If they’re not, they should be. They will inspire!

Taking time out to think about our own story led to our Stories For Change project, which is at the core of who we are as a business and is transforming how we do business and who we work with. Check it out here: – – – – > www.idenna.com/stories-for-change

In the meantime, if you feel you’ve lost the plot and need a little help to connect with or tell your story give us a call or click here.